According to the last report Fatburgers,
Buffalo’s Express and Hurricane Grill & Wings will be available for
delivery only in Chicago.However Steven
Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®
believes this extended partnership with drive new brand electricity, customer
relevance, mutual benefits for all brands and companies.

When as regular readers of this blog know
Fatburger began using its restaurants as virtual kitchens for serving a
delivery-only menu for sister brand, Florida-based Hurricane Grill & Wings FAT
Brands began to see just how the virtual kitchen strategy pay off during the
coronavirus pandemic, FAT Brands is now expanding its virtual kitchen
experiment through a partnership with Epic Kitchens in Chicago expanding all
brands reach.

Here is how it will work; menus from FAT
Brands concepts Fatburger, Buffalo’s Express and Hurricane Grill
& Wings, will be prepared at a virtual kitchen facility operated by Epic
Kitchens in Chicago. The deal allows FAT Brands to expand its branded concepts
in new markets without opening a brick and mortar restaurant.

At FAT Brands, Epic Kitchens is “acting
like a franchisee, where they license and operate multiple brands out of a
cloud kitchen facility. The food is prepared and delivered by the major
third-party delivery players including Uber Eats, Postmates, DoorDash and
Grubhub.”

CEO
Andy Wiederhorn stated “offering multiple off-premise channels is crucial
during the coronavirus pandemic. Fatburger, one of the company’s best-known
brands, has seen delivery and to-go grow from about 40% of sales to 62% during
this crisis.” How are you driving new electricity into you brand and at what
cost? Driving
new electricity into a legacy brand with a partnership
is a good move and will accelerate the marketing messaging for all companies
involved according to Johnson.

Just how is your company positioning to grow your
brand, the top, and bottom line? Johnson stated “that
in my minds-eye the new electricity must be very efficient for the supply chain
and includes such things as fresh foods, online ordering, delivery, plant
based foods,sampling, toy’s, beer,
developing brands,grocerant positioning, fresh
food messaging, autonomous delivery, cashier-less retail, plates, glasses,
cash-less payments, digital hand-held marketing.

All food and beverage retailers to
survive the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food and beverages that
are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more
like yesterday than tomorrow? Why? This new partnership does all of that.

Are you ready for
some fresh ideations? Do your food marketing ideations look more like yesterday
than tomorrow? Interested in learning how Foodservice Solutions®
can edify your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook,LinkedIn, or Twitter